Anne-Marie Carrick

Senior Research Associate
This short case describes how Ana L. Mamede, Hellmann’s brand manager at Unilever Portugal, responds to an aggressive campaign by rival Kraft Heinz by developing a brand “purpose” for Hellman’s mayonnaise focused on reducing food waste.

Published 19 Apr 2022

Reference 6640

Topic Marketing

Industry Food and Beverages Production

Region Europe

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The case describes Carla Barbotó and Santiago Peralta’s journey building a premium, ethical chocolate brand – Pacari – in Ecuador, that has won over 160 awards including “World’s Best Chocolate” for five consecutive years.

Published 15 Mar 2022

Reference 6737

Topic Marketing

Industry Food and Beverages Production

Region South America

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The case describes the Brazilian company, VTEX’s journey from its founding in 2000 as a textile software company to its unicorn status in 2021 and listing on NYSE. It traces the company’s transformation to a global player in digital commerce as a provider of a software-as-a-service (SaaS) digital commerce platform for enterprise brands and retailers selling direct-to-consumer (D2C).

Published 25 Jan 2022

Reference 6707

Topic Strategy

Industry E-Commerce

Region Global

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The case describes the story of Sri Lanka-based Dilmah Ceylon Tea. Founded in 1988 by the current CEO’s father, the company pioneered the concept of ‘single-origin tea picked, perfected and packed’ in Sri Lanka, with a brand based on taste, goodness and purpose. Present in over 105 countries, it is one of the most well-known Sri Lankan brands worldwide.

Published 06 Dec 2021

Reference 6685

Topic Marketing

Industry Food and Beverages Production

Region Global

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Tom Hermans, CEO of EMMA Safety Footwear, is excited about the idea of developing the world’s first circular safety shoe – one that adheres to the cradle-to-cradle design principles. This could be a transformational strategy, differentiating EMMA from the crowded safety shoe market in Europe and extending a long tradition of social responsibility since its establishment in 1931.

Published 09 Mar 2021

Reference 6501

Topic Responsibility

Region Europe

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The case describes the creation and evolution of Brazil’s first low-cost airline – GOL. From the outset GOL was driven by innovation and within a few years of operating had become the country’s leading airline. Although initially a low-cost carrier, over the years it became increasingly customer-centric, striving to improve the customer experience by removing the pain points of air travel.

Published 21 Jan 2021

Reference 6563

Topic Strategy

Industry Airlines/Aviation

Region South America

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When Wilfried Pimenta de Miranda joined the IOTA project as Director for Business Development in early 2017, his mandate was to demonstrate the potential of the open-source technology and increase adoption. The open community programme sought to engage with external market players to kick off a first set of proofs of concept.

Published 29 Jul 2020

Reference 6529

Topic Strategy

Region Europe

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The case study traces the development of FC Barcelona’s Innovation Hub (BIH) and its plans to go global. It describes how factors on and off the pitch led to the launch and how the BIH is preparing the club for the future at the centre of an ecosystem that includes prestigious brands, universities, start-ups, and athletes worldwide, all linked by a culture of excellence.

Published 03 Jun 2020

Reference 6583

Topic Strategy

Industry Health, Wellness and Fitness Sports

Region Global

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With the globalization of wine, the wine industry in Portugal has experienced a major shift from a local to a global focus over the last 30 years. Quinta do Vallado, one of the major players in that process, has seen exports double (to account for 40% of revenues) and a 10-fold increase in foreign markets (from 5 in 2000 to 48 in 2020).

Published 26 May 2020

Reference 6560

Topic Strategy

Industry Wine and Spirits

Region Global

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The case describes how a loss-making ferry company was brought back to financial health, modernised and recapitalised in less than two years, amidst a context of political pressure, stakeholder hostility and a €600 million fine from the European Union. The Société Nationale Maritime Corse Méditerranée (SNCM) was sinking under the weight of French blockades and belligerent unions.

Published 26 Jul 2019

Reference 6500

Topic Entrepreneurship

Industry Maritime

Region Europe

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This short case describes how Ana L. Mamede, Hellmann’s brand manager at Unilever Portugal, responds to an aggressive campaign by rival Kraft Heinz by developing a brand “purpose” for Hellman’s mayonnaise focused on reducing food waste.

Published 19 Apr 2022

Reference 6640

Topic Marketing

Industry Food and Beverages Production

Region Europe

View case
Tom Hermans, CEO of EMMA Safety Footwear, is excited about the idea of developing the world’s first circular safety shoe – one that adheres to the cradle-to-cradle design principles. This could be a transformational strategy, differentiating EMMA from the crowded safety shoe market in Europe and extending a long tradition of social responsibility since its establishment in 1931.

Published 09 Mar 2021

Reference 6501

Topic Responsibility

Region Europe

View case
The case describes the creation and evolution of Brazil’s first low-cost airline – GOL. From the outset GOL was driven by innovation and within a few years of operating had become the country’s leading airline. Although initially a low-cost carrier, over the years it became increasingly customer-centric, striving to improve the customer experience by removing the pain points of air travel.

Published 21 Jan 2021

Reference 6563

Topic Strategy

Industry Airlines/Aviation

Region South America

View case
The case study traces the development of FC Barcelona’s Innovation Hub (BIH) and its plans to go global. It describes how factors on and off the pitch led to the launch and how the BIH is preparing the club for the future at the centre of an ecosystem that includes prestigious brands, universities, start-ups, and athletes worldwide, all linked by a culture of excellence.

Published 03 Jun 2020

Reference 6583

Topic Strategy

Industry Health, Wellness and Fitness Sports

Region Global

View case
With the globalization of wine, the wine industry in Portugal has experienced a major shift from a local to a global focus over the last 30 years. Quinta do Vallado, one of the major players in that process, has seen exports double (to account for 40% of revenues) and a 10-fold increase in foreign markets (from 5 in 2000 to 48 in 2020).

Published 26 May 2020

Reference 6560

Topic Strategy

Industry Wine and Spirits

Region Global

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In the non-alcoholic beverage industry, barriers to entry are low as production is relatively easy. Although thousands of new drinks flood the market each year, the non-alcoholic segment provides fertile ground for innovative start-ups. In a mass-market dominated by big players, branding is key.

Published 28 Jun 2019

Reference 6399

Topic Marketing

Industry Food and Beverages Production

Region Global

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Thirty years after being founded by CEO Marco Stefanini, Stefanini is one of the largest providers of ICT services in Latin America. Unlike most Brazilian (and Latin American) companies, Stefanini has focused on international markets for many years.

Published 30 Oct 2017

Reference 6328

Topic Strategy

Industry Information Technology and Services Outsourcing/Offshoring

Region Global

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The case describes how Spanish entrepreneurs Daniel González de Vega and Javier Arroyo founded Smartick with the aim of tackling the poor level of math education in their native Spain. Smartick is a self-financed enterprise that combines social impact with profitability.

Published 29 Mar 2017

Reference 6289

Topic Marketing

Industry E-Learning

Region Europe

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The case describes how the Pro-invest Group – a boutique investment firm specialising in private equity real estate and real estate asset management – built its business and raised a first-time private equity fund.

Published 26 Aug 2016

Reference 6221

Topic Entrepreneurship

Industry Private Equity

Region Asia

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BlaBlaCar, Europe’s foremost ride sharing company, was founded by Frederic in 2006. An online market place where drivers “sell” seats in their cars for long distance rides, it allowed the drivers to cover their motoring costs and passengers access to cheaper travel.

Published 25 Jan 2016

Reference 6104

Topic Strategy

Industry Automotive Transportation/Trucking/Railroad

Region Global

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Emerging markets are challenging and require special expertise. India in particular is known to be a tricky business environment. The case follows two senior executives from Alvarez & Marsal’s India practice as they deal with an urgent request from one of their US private equity clients, Sapphire Capital.

Published 24 Apr 2015

Reference 6069

Topic Entrepreneurship

Industry Textiles

Region Asia

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Vendex KBB is at crisis point at the end of 2004, especially its flagship V&D department stores. A consortium of private-equity investors led by KKR, who bought the business a year earlier, persuade retail veteran Tony DeNunzio to take on the challenge of turning the diversified holding company around.

Published 24 Mar 2014

Reference 5886

Topic Entrepreneurship

Industry Retail

Region Europe

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Case A describes the creation and growth of Nuru Energy. Starting from nothing, the founder 'bootstraps' a social venture with the goal of providing affordable and effective lighting solutions for 800 million people without access to the electricity grid in sub-Saharan Africa and India.

Published 26 Feb 2013

Reference 5847

Topic Entrepreneurship

Industry Renewables & Environment

Region Global

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Case A describes the development from concept to production of the world's first and smallest hand-held espresso machine. It shows the importance the role of prototyping plays in developing an innovative product, capturing the phases and decisions involved along the design path. The machine is ready for tooling and the CEO of Nielsen Innovation must decide to bring the product to market.

Published 29 Nov 2011

Reference 5841

Topic Entrepreneurship

Industry Consumer Goods Food and Beverages Production

Region Global

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Social Entrepreneurship